What are benchmarks?
Klaviyo benchmarks are a comparison of your email marketing performance to 100 other similar businesses based on metrics like open rate, average cart value, and subscribe rate.
Email marketing benchmarks
Superior email performance is just a benchmark away
With Klaviyo benchmarks, you know exactly where your email marketing performance stands compared to your peers, and you have the tools you need to fix underperforming metrics.
Klaviyo benchmark essentials—what you need to know
Why do benchmarks matter?
Benchmarks are opportunities. When you see your peers’ average clickthrough rate, you know whether you have room for improvement or if you can focus on other metrics.
How does a brand get Klaviyo benchmarks?
Every brand has access to Klaviyo benchmarks. Metrics are available once you send at least 25 emails.
Benchmark data
Understand your performance with these key indicators
Klaviyo’s benchmarking takes your brand’s metrics and compares them to 100 industry peers. Based on that comparison, you’ll get a performance rating of poor, fair, good, or excellent for each metric, giving you a clear picture of which campaigns could be bringing in more revenue.
Campaign and automation performance across Klaviyo
58.61%
Open rate–email campaigns
55.33%
Open rate–browse abandonment automation
5.84%
Click rate–browse abandonment automation
61.05%
Open rate–post-purchase automation
Disclaimer: Data from Q3 2022
Benchmark use cases
Don’t like the data you’re seeing? Move the dial with these tools
With Klaviyo you have the email data you need to pivot and the tools to do it. Here are a few metrics and examples of how you could improve their performance:
High unsubscribe rates can be improved with our sophisticated segmentation, allowing you to group your audience based on behaviors, interests, and personal characteristics.
The metrics behind the benchmarks
Klaviyo benchmarks are a comparison of the following metrics with those in your industry peer group.
- Average cart size
- Average order count
- Average order value
- Returned order rate
- Open rate
- Click rate
- Clickthrough rate
- Placed order rate
- Email revenue per recipient
- Bounce rate
- Spam report rate
- Unsubscribe rate
- SMS revenue per recipient
- Repeat customer rate
Review Q422 email benchmarks by industry
All the insight you need in one place
It's great to be able to see different areas broken out within benchmarks. I see we're really strong with campaigns and our flows need a bit more attention. This gives me a good idea of areas we need to work on.”
Frequently asked questions about Klaviyo’s benchmarks
Tracking your benchmarks on a regular basis helps you understand how your marketing strategies are performing across the industry and within your peer group. This helps you double down on what’s working, address what isn’t, and identify low-hanging fruit for what can drive the most value.
Need support to understand benchmarking?
A thorough introduction to benchmark reports
Learn where to find and how to understand your benchmark data.
Understanding percentiles
Klaviyo benchmarks are given in percentiles. Read a quick explanation of that measurement.
Klaviyo’s analytics toolkit
Learn about Klaviyo’s reporting tools (including benchmarks) and how to use them in this free on-demand course.
